Sydney – February 11, 2025 – Nielsen today announced the appointment of Kirsten Riolo as Head of Consumer Insights for Australia and New Zealand, leading the company’s newly established Custom Research Division across the Pacific region.
オーストラリアのメディア・リサーチ部門で20年以上の経験を持つリオロは、ニールセンのプライマリー・リサーチ・プロジェクトを統括し、手法開発、コスト計算から実施、納品に至るまで、あらゆる側面を管理する。地域全体のリサーチャーチームと密接に協力し、マーケティング、コミュニケーション、製品戦略の改良に役立つ付加価値の高いインサイトを提供するカスタムレポートやマルチクライアントレポートの作成に尽力する。
Following her appointment, Riolo said: “This is an exciting opportunity to lead a team focused on delivering tailored research solutions to meet the specific needs of the sector and the region. From consultancy on the most suitable methodologies, to integration of analysis with existing databases and Nielsen’s broader solutions, we’ll be delivering actionable insights, validated metrics, and ultimately, solutions, which will help clients optimise the effectiveness and efficiency of their investments.”
Lucas Carreras, Nielsen’s Pacific Commercial Executive Director for Agencies and Advertisers, added: “Kirsten’s extensive background, spanning B2B and B2C in marketing and research, across both supplier and client-side roles, makes her the ideal leader for this new division. Her expertise will be instrumental in strengthening Nielsen’s ability to provide deep, data-driven insights to clients, especially in an increasingly AI-driven market, which needs quality insights in order to deliver quality outcomes.”
Under Riolo’s leadership, Nielsen’s Custom Research and Media Analytics division will provide:
• Qualitative and quantitative surveys designed to segment target audiences based on demographic and behavioural variables, supporting content, product and media planning optimisation
- マーケティング資料やクリエイティブ・アセットに対するオーディエンスの評価、理解、エンゲージメントを評価するコミュニケーション効果調査。
- 認知度、ブランドイメージ、購買意欲の各指標のパフォーマンス測定と競合活動およびメディアとの関係プランニング
• Brand positioning analysis to understand shifts in consumer needs and competitor perception.
• Custom and multi-client reports that track the evolution of specific markets, equipping customers with valuable insights to guide marketing and communication strategies
- 主要な情報源、購買促進要因、障壁、使用チャネルなど、最初のニーズの特定から購入までのカスタマージャーニーをマッピングする購買プロセスの再構築
- 顧客満足度分析：購買プロセスの全段階を通じて消費者の体験を評価する。
In addition to her new role at Nielsen, Riolo is a long-time member of the Research Society of Australia, and the IAB Advertising Effectiveness Council. In addition to her QPR accreditation, she brings expertise in audience measurement, market landscape U&A, brand tracking, product development, creative evaluation, and social intelligence.
ニールセンについて
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
プレス連絡先
ダン・チャップマン
dan.chapman@nielsen.com
+61 4040884
